Lucknow: Bharti Airtel through its AI-powered spam detection solution has given much-needed relief to its customers in Uttar Pradesh. In the last 7 days since its launch, the system, a first-of-its-kind solution by a telecom service provider, has been able to successfully identify potential 112 million spam calls and 6 lakh spam SMS in Uttar Pradesh.
The solution, which is free of cost, has been auto activated for all Airtel customers without them having to raise a service request or download an app.
Commenting on the launch, Sovan Mukherjee, Chief Executive Officer, Uttar Pradesh and Uttarakhand, Bharti Airtel, said, “In today’s digital landscape, rife with scams and fraudulent activities, the threat of spam calls and suspicious text messages has become a significant concern. To address these threats, Airtel is delighted to introduce its innovative AI-powered solution, which provides customers in Uttar Pradesh with a robust defense mechanism against unwanted intrusions. This cutting-edge technology has empowered 55 million Airtel customers, giving them the peace of mind they deserve. By offering this industry-leading service, Airtel has solidified its commitment to the safety and security of its customers, setting itself apart from other service providers in the state. The seamless integration of this AI-powered solution into the Airtel ecosystem ensures that users can enjoy the benefits of this innovative technology without the need for additional downloads or complex setup procedures.”
Developed in-house by Airtel’s data scientists, the AI-powered solution uses a proprietary algorithm to identify and classify calls and SMSes as “Suspected Spam”. The network powered by a state-of-the-art AI algorithm analyses various parameters such as the caller or sender’s usage patterns, call/SMS frequency and call duration amongst several others, on a real time basis. By cross-referencing this information against known spam patterns, the system flags suspected spam calls and SMSes accurately.
A dual-layered protection, the solution has two filters – one at the network layer and the second at the IT systems layer. Every call and SMS passes through this dual-layered AI shield. In two milliseconds the solution processes 1.5 billion messages and 2.5 billion calls. This is equivalent to processing 1 trillion records on a real time basis using the power of AI.
Additionally, the solution also alerts customers to malicious links received via SMS. For this, Airtel has built a centralised database of blacklisted URLs and every SMS is scanned in real time by a state-of-the-art AI algorithm to caution users from accidently clicking on suspicious links. The solution can also detect anomalies such as frequent IMEI changes – a typical indicator of fraudulent behaviour. By layering these protective measures, the company is ensuring its customers receive the maximum level of defence against the evolving landscape of spam and fraud threats.
The Government of India (GoI) has allocated 10-digit numbers with the prefix 160 for service and transactional calls. Customers can expect to receive calls from these 160-prefix series assigned to Banks, Mutual Funds, Insurance Companies, Stockbrokers, other financial institutions, Corporates, Enterprises, SMEs, big and small businesses used for making transactional and service calls.
Additionally, those customers who have not opted for Do-not-disturb (DND) or have subscribed to receiving promotional calls will continue to receive them from a 10-digit number with the prefix 140.
